Responsibility in Distribution

We believe our beers should be distributed and sold responsibly.

Distributors of MillerCoors products work with us to actively promote the responsible consumption of our beers in their communities. They work with retailers, event planners, law enforcement, college administrators, opinion leaders and parents to develop and support local programs that promote responsible consumption.

We provide support, educational and point-of-sale materials and training to help prevent drunk driving and underage access in every community
 

BARS

BARS (Being an Alcohol Responsible Server) is a “secret shopper” program that helps keep servers and sellers vigilant about checking IDs. This service helps retailers bolster their own seller-training programs and block sales to minors. Participating establishments pay the BARS program to be monitored by BARS checkers (usually ages 21 to 25), who make random visits to stores to ensure that clerks check IDs when they buy alcohol beverages.
 

Certified Alcohol Sales Training: CAST™ 

MillerCoors partners with its distributors to make this innovative program of alcohol sales training available. CAST was developed by Health Communications Inc. and made available to retailers by the National Association of Convenience Stores. CAST is accessible to MillerCoors distributors directly through HCI.
 

Distributor Responsibility Initiative: Command to Responsibility

MillerCoors distributors are extremely active in promoting the responsible use of our products in their communities. As the face of our business, they are very effective in developing local programs and using the point-of-sale materials we offer them. MillerCoors’ network of distributors works with retailers, event planners, law enforcement, college administrators, opinion leaders and parents. We give support, educational materials and training to prevent drunk driving and underage access.

 
 

The Keys to Responsibility

MillerCoors created The Keys to Responsibility, a comprehensive guidebook to help retailers, distributors, community groups and others promote transportation alternatives and responsible decision-making by legal drinking-age customers. The guide includes tools needed to develop and implement successful community-based programs that help prevent drunk driving. To download the book, click here. To download the banners, click here. To download the display cards, click here. Or to download the logos, click here.

 
 

Respect 21 Responsible Retailing

Respect 21® Responsible Retailing, developed in partnership with Brandeis University and the Responsible Retailing Forum, helps retailers prevent underage alcohol sales. The program provides best-practice tools, resources, legal-age mystery shopper inspections and measurable results.
 

Retailer Education Efforts

We work closely with our distributors and retailers to develop programs, point-of-sale, and training materials to help prevent underage access and drunk driving. One example is a retailer education poster. Another is our “Card 'Em, Guard 'Em and Cab 'Em” poster, designed to remind employees working in a bar or restaurant of the importance of always checking IDs, knowing how to intervene if needed, and recognizing when to provide an alternative form of transportation.
 

TIPS Program

MillerCoors believes that servers have an important role when it comes to promoting the responsible enjoyment of our beers. That’s why we’re a founding sponsor of the TIPS (Training for Intervention Procedures) Program. Developed by Health Communications Inc., TIPS is designed to help servers encourage responsible drinking. It seeks to give servers the confidence, decision-making skills, and information they need to prevent underage drinking, drunk driving and overconsumption.